Artificial Intelligence (Ai) will transform content from leading news website news.com.au into content marketing placements for inclusion in Acast’s podcast content catalogue.
Acast, the independent podcast company, hosts and distributes some of Australia’s most popular podcasts across categories including sport, business and lifestyle.
Listeners to the Acast network will receive real-time news headlines advertising news.com.au.
Aaron Matthews, head of creative at digital audio advertising agency Creative Fix, said the technology will not only deliver news content to listeners in real-time, but that news categories can be paired with relevant podcast genres.
"This is the next step towards a truly integrated and tailored content experience where listeners receive relevant news updates, in real time, about topics of most interest to them,” said Matthews.
“It also overcomes the traditional barriers faced by audio producers, with most audio ad production being time-consuming, making this ideal for productions with tight timelines.”
Gina McGrath, head of marketing for news.com.au, said the relationship allows news.com.au readers to be on top of the latest news, wherever they are.
“This activity embodies our brand promise to ‘be on it’, delivering the news that matters to our audience in the way they want to consume it," said McGrath.
The initiative is a collaboration between Acast, news.com.au, Creative Fix, and Audiostack, and will use Audiostack’s scalable AI audio production to convert news articles into audio while also augmenting the voiceover with music and sound design.
Dr Timo P Kunz, co-founder and CEO of audio production company AudioStack.ai, said he was excited about the massive innovation Creative Fix has brought to the audio advertising sector.
"Using news headlines is exactly the type of use case we built AudioStack for: creating audio fast and at scale," said Kunz.
The news audio ads will be delivered as 30-second news bulletins across Acast’s full network.
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